What are The Best Ways to Market a Seminar?
I had my first offline marketing questionnaire meeting with a business owner and it went extremely well. I have gained a lot of confidence in the past few months from hearing of your successes and admonitions.
I met this prospect at a referral group meeting (GoldStar) and he originally asked me to take a look at his website as an SEO company had given him a proposal and wanted well over $5K if all of the options were chosen.
He was overwhelmed with it all. I told him I am not a website or SEO guy but that is part of the overall plan I implement.
After a follow up phone call with him for over a half hour, we arranged a two hour meeting.
No hyped up attitude on my part, simply learning how I could help. I asked questions and listened. At the end, he was impressed that I looked at his overall business, not just the website stuff.
It all boils down to filling his seminar seats at different events around the country. He is a Myofacial specialist and trains massage therapists in this specialized technique and charges $200 or $300 for a two day workshop.
Right now the average attendance is 24 and he needs to increase it to 45-50.
He gets the 24 from an email blast through a certificating association. The massage therapists have opted in to receive mailings from the Association but with an on open rate of less than 1%, his emails are being considered spam and deleted. This is double the number over the last couple of years when he was only using a direct mailing of his brochure.
We know exactly how many potential attendees are in each state. Asking him to pick his top 5 equates to an average of 2,000 per location and Florida with 12,000.
He has no other means of attracting seminar participants and never does any follow up except for a once a year ad in the trade publication with no tracking.
Here is what I see that needs to happen to fill these seats:
1. Write a compelling enough email to get the therapists to opt in to his own list.
2. Regularly drip them usable content with several reminders about his seminars (newsletter).
3. About 2 months in advance of the seminar, start taking registrations, with an early bird discount or bonus.
4. Add a lot of content to his website.
5. Combine that content into a book.
6. Record the seminar and offer the audio to participants.
7. Offer door prizes
8. In addition to website registration, have a toll free number.
9. Offer a further coaching program.
10. Have a "meet & greet" the night before.
11. Create YouTube videos.
12. Write articles for the trade publication.
13. Create a database and follow up system (everything is on paper)
The biggest goal I see is to position him as the obvious expert and grow his email list.
1. What else am I not seeing here?
2. What further advice/guidance do you have for me?
3. How much lead time is needed to fill the seats? He has one in September.
4. What would you suggest I charge? Thinking 15-20% of revenues or a flat monthly rate.
I am very grateful for any help you can provide this Newbie.
David
~ Zig Ziglar
~ Zig Ziglar
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